This sexist Super Bowl ad treats women as meat and men as meat-heads. Instead of women complaining, it’s time men stand up to being portrayed as idiots.
Seriously? It’s 2015 people.
US burger chain Carl’s Jr, decided the best way to promote their new All-Natural Burger was not to highlight that it has no added hormones, steroids or antibiotics, but rather to get a Guess model to walk through a market seemingly naked.
You see, while the model Charlotte McKinney looks completely nude and has her breasts hidden by objects such as melons, yes melons, it’s finally revealed that she’s actually wearing a skimpy bikini. Ta-dah!
Then she says, “I love going All-Natural. It just makes me feel better.”
I see what you did there Mr advertising man. Oh how I laughed.
Super Bowl: The 5 ads that everyone is talking about
Actually no I didn’t. In fact I had to stop myself from throwing a brick through the TV.
So when I saw them discussing it on Kochie’s Angels on Sunrise this morning I was furious it wasn’t my day to be on the panel.
But as it turns out everything happens for a reason…
On the panel was advertising guru Jane Caro and she hit the ad for six with a twist I hadn’t thought about.
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“I thought I’d gone to sleep and woke up in the 1970s. But what I think is you guys should really get up in arms about this ad because advertisers need to stop treating you like morons, ” she said to Kochie.
“They think you are only motivated by things below the waist. Really guys, we all know you’re actually as intelligent as women. Stand up for yourselves. Don’t stand for the way these burger manufacturers seem to think you are?” she said.
Kochie agreed calling it old fashioned and said he felt dumber for watching it.
But in a nice counter point, Kochie showed his favourite ad that will be shown at the Super Bowl – it’s for Dove Men+Care.
How brilliant that it is breaking male stereotypes.
Jennifer Bremner, director of marketing at Dove Men+Care, told Adweek, the ad stems from research showing 73 percent of men believe they are falsely depicted in advertising.
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“We want to celebrate the multidimensional aspects of masculinity that define what it means to be a man today,” Bremner said.
And boy does it work. Moving, intelligent and compassionate storytelling.
After watching it Kochie said, “I love that one.”
Caro responded: “Because it’s treating you with respect.”
Great point.
Top Comments
The author says, “This sexist Super Bowl ad treats women as meat and men as meat-heads. Instead of women complaining, it’s time men stand up to being portrayed as idiots.”
Yep, perhaps they should. AND, I hope the author will have the same stance on ads that ridicule men in favour of women.
In fact, there’s a TV commercial for a dating site where the woman attacks the man and physically assaults him because she though he said something when he didn’t.
The ad is clear, the woman mishears the man (thinking he said something) so she physically assaults him and that is meant to be funny.
Can you image what would happen if the reverse happened in a TV ad?
Can you imagine what the “easily-outraged” would do if a TV ad had a man physically assaulting a woman and it’s meant to be funny?
Then there’s the TV ad for another dating site where two young women treat men as meat, having NSA sex with them for fun. I wonder whether the author will make some commentary about that ad too.
I love the “easily-outraged” fems, they call for all sorts of things but never look in the mirror. Yes it’s a dumb ad, but why not look at all the others too.
And why not revives why, in 2015, it’s still seen as funny (and acceptable) to kick a man in the testicles.
Oh, I know, it’s because all men deserve it.
The personal truth for me as a female viewer is that I am skipping the Super Bowl because of the sexist ads. I don't expect anyone to care but it's true. The ads are so off-putting that I literally don't want to be anywhere near the TV on Super Bowl Sunday. If the ads were geared toward both sexes and female-viewer friendly, I would watch the Super Bowl.
When the ads are geared solely toward men as though we don't make up 40 percent of the Super Bowl audience, it reminds me that men cater to men and stomp on women, then chastise us for being upset about it. The Super Bowl is yet another thing made for men and the women in the audience are supposed to be satisfied with being ever-suffering sidekicks. We're supposed to lighten up and take our oppression with an understanding smile.
I don't want to be reminded that this is a man's world. I don't want it shoved in my face, even during the testosterone-fest Super Bowl. It's not fun. And it will never persuade me to buy the products advertised. As a matter of fact, I will go out of my way to avoid them.
I don't speak for all women. But I am a woman and I bet there are a lot like me.